The Million Dollar Question – Will ChatGPT impact SEO?

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30-Second Summary

30-Second Summary

  • ChatGPT Limitations: Can’t capture brand voice; content might be outdated and accuracy isn’t guaranteed.
  • SEO Risks: Similar content to others can harm rankings, and Google may penalize AI-generated content.
  • Strategic Use: Ideal for initial keyword research, brainstorming ideas, creating outlines, and researching content quickly.
  • Diverse Applications: Useful for generating social media hooks, email templates, and proofreading content strategically.

It wouldn’t be far-fetched to say that ChatGPT took the marketing world by storm when it came on the scene in November 2022. Marketers, content writers, SEO specialists, and even busy founders loved this AI chatbot that gave human-like responses to almost any question.


In just five days, ChatGPT managed to cross over 1 million users, breaking the record of even companies like Netflix (41 months), Facebook (10 months), and Instagram (2.5 months).

One search on Twitter, and you’ll see that the craze has still not died down. People are still finding creative ways to make use of this chatbot.


But how exactly does ChatGPT work?


Without going into too many technicalities, here’s a simple working process:

It is based on a large learning model that is trained on vast amounts of data. The more data you feed in, the more tasks it can accomplish. It also follows InstructGPT, a large language model that can take directions from humans and develop long-form answers to questions.

On to the more important question.


Should you rely on ChatGPT for all your SEO needs?


While lots of people have gone on to say that they are going to use ChatGPT as their business’s entire digital marketing team, we strongly advise against it. Here’s why.


Brand Mute


ChatGPT can’t really do justice to your brand voice and persona and hence doesn’t do justice to your positioning. This would severely dampen the impact your content has on the readers and hence the ROI you get from your SEO investments.




The tool clearly states that it is limited to content made before 2022, aka your content may appear outdated. For example, suppose you’re writing an article on the best marketing campaigns. Many amazing campaigns happened in 2022. The tool will not be able to come up with those.




It’s not designed to be accurate. Many users report that ChatGPT can get facts wrong.




You’ll end up creating similar content to others in your niche. While ChatGPT would not plagiarize itself, it will create an article with the same structure and sub-topics but with different words. Google will not be able to differentiate your article from the other one, and both will end up losing on ranking.


Search Impact


Researchers at Google have far since worked on detecting AI-generated content. In fact, Google’s search advocate, John Mueller, came out and said that AI-generated content violates Google’s guidelines and thus may affect your ranking. 

In his words.




As it focuses on providing long-form answers, you might notice that the answers get verbose sometimes. For example, take this response:

Can you find the repetitions here? This answer could have been brief, but it unnecessarily stretches over five lines.

So do all these disadvantages mean that you should give up on this chatbot completely? No! Your marketing team can still make use of it strategically. Let’s find out how.


How can you make use of ChatGPT?



1. Perform initial keyword research:


Whether you want to include keywords in your article or website, ChatGPT can help you brainstorm keywords. For example, here are some keywords I got related to “ecommerce marketing strategies”


2. Conjure article topic ideas:


If you’re short on time or just starting out, you can ask ChatGPT to suggest topic ideas for your niche. You can even give additional details like the keywords you want to rank for and the content length you’re targeting. This will help you get relevant results.


3. Creating outlines for your articles:


You can create a basic content structure for your article via the tool. While you may want to shuffle a few things around, you can use the bot’s answer as a reference. This helps speed things up.


4. Research content:


You might want to write a post fast or work quickly through the research to submit an article on time. Matt Mic suggests a powerful way to do this with ChatGPT:


5. Come up with hooks for your social media posts:


You might want to write a post fast or work quickly through the research to submit an article on time. Matt Mic suggests a powerful way to do this with ChatGPT:


6. Get email templates:



7. Proofread your content:


Copy and paste your content in ChatGPT and ask it to proofread the content for grammar and spelling. You can even add additional comments like “make the above article longer in a conversational writing style”



When I think of ChatGPT, Dan Brown’s quote from The Lost Symbol comes to my mind – “Knowledge is a tool, and like all tools, its impact is in the hands of the user.” While ChatGPT still has a long way to go, many businesses and strategists are using it to brainstorm new ideas, perform content research, and analyze strategies. The potential of ChatGPT is immense; you just need to find creative ways to let the tool do all the tedious work for you. That said, you’ll still need subject matter experts to write articles and SEO experts to create a personalized strategy for you. If you’re looking for an SEO Agency to help you with all things marketing, reach out to us at Intent Farm.


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Picture of Devanti Birla

Devanti Birla

Meet Devanti Birla, the charismatic SEO strategist and wordsmith extraordinaire! With a sprinkle of SEO wizardry, a touch of editorial charm, and a dash of conversion magic, Devanti helps businesses shine brighter than a disco ball in the online spotlight.
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